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When a standard practice just isn’t good enough
#1 OTT IN HONG KONG
Oct 16, 2019.
#1 OTT IN HONG KONG Oct 16, 2019. Before we start, let's take a - - PowerPoint PPT Presentation
#1 OTT IN HONG KONG Oct 16, 2019. Before we start, let's take a - - PowerPoint PPT Presentation
When a standard practice just isnt good enough #1 OTT IN HONG KONG Oct 16, 2019. Before we start, let's take a quick look of what we did and what are we going to do. Mass Reach Registered Users over 7.9 Million (as of Sep 2019) # *2.49M
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Mass Reach
Registered Users over 7.9 Million (as of Sep 2019)#
*2.49M Unique Device & 53% Reach Per Month
Source : Source : *Nielsen Sitecensus (Sep 14 – Oct 13 2019), #1940 (Sep 30 – Oct 6, 2019)
#17.6 Viewing Hours Per Unique Device in week 1940
Unique Device App : 1,258,553 Web : 548,552 STB : 687,146 *myTV SUPER ave. household size is 3.11 from survey (than our STB reach will be 2,137,024) Total Reach during Sep 14 – Oct 13 : 3,944,129 (=53% of total HK population)
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Not Just Drama… More Program Genre
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Major Soccer And Sports
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Horse Racing
著名馬評人方駿暉加盟
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Documentaries
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Super Recipe
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Parenting Health Car Beauty Recipe
Infotainment Super Zones
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超級奶爸3 -育兒電視節目
何基佑 Kay Ho 《超級奶爸》 監製兼主持 各路專家為觀眾解答種種育兒 問題 家庭真實個案 教授家長一個 全面的育兒方法
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…… and many more to come
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A Peep Of Nielsen Video Consumption Landscape Survey…
MULTI SCREEN ENGAGEMENT & INTERACTIVITIES
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According To The Nielsen 2019 Video Consumption Landscape Survey
- 87% audience use 2nd screen
- 28% likely to made purchase
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For Years Marketers Looks For TV Attribution Measurement …
WE ARE DOING THE BEST WE CAN … TO GO FURTHER FOR SOLUTION
PERFORMANCE + CONVERSION
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Clickable Ad On Connected TV (myTV SUPER)
- Alter the consumer
experience on TV
- Get to connect
with audience and engage with them.
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Clickable Ad On Connected TV
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Click Stable Rate At Above 1% (Sep 24 – Oct 13, 2019)
Source : Data as of 2019 from DFP 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% Sep 19 Sep 20 Sep 21 Sep 22 Sep 23 Sep 24 Sep 25 Sep 26 Sep 27 Sep 28 Sep 29 Sep 30 Oct 1 Oct 2 Oct 3 Oct 4 Oct 5 Oct 6 Oct 7 Oct 8 Oct 9 Oct 10 Oct 11 Oct 12 Oct 13
Average Click Rate on STB
(Overall average : 1.36%)
Launch on Sep 19
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Get Set For T-commerce
- Clickable TV ads
- Direct-to-Consumer on TV
- Omnichannel on big screen TV sets
- 24/7 operation
- Not limited by retail locations
- Lean back experience drives more
impulse purchase
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Case Sharing : 點滴是生命
*Average Click Rate
1.14%
(Oct 5 - 13, 2019)
Source : *Doubleclicks
Average Daily Pageview
+77%
Average Daily Transaction
+115%
Average Daily Donation $
+99%
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Campaign Optimization
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New Initiatives
Cross Device Targeting & Frequency Cap 2nd Party Data On-board Free campaign re-targeting Free re-targeting on your website users
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Our Cross Device Graph Will Be Available In Q1
- Mapping audience across
devices; enable cross device frequency capping.
- It helps our advertiser to
improve their strategy and lift customer engagement.
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Secured Platform For Onboarding Your Data and Audience Mapping
- An account for a single
advertiser
- A one time password will
be given
- 1. Create Account
- Download our hash tool to hash data
by yourself.
- r
- Use our automatic hashing system
- n UI to hash data.
- 2. Hash Data
- Complete upload process.
- 4. Upload Data
- Choose types of data to be uploaded
(Mobile/Email)
- 3. Data Type Option
- No. of matched data can be
seen on the UI after 2 working days.
- 5. Matching Summary
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Free Re-targeting
- Free in-campaign retargeting
- Free re-targeting on past campaign click
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Free Targeting On Your Website Users
- Insert it onto your website
- Able to see what titles and links
are visited most, and what has to be improved to look more “sexy” for your visitors.
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You Need To Aware The True Potential Of Programmatic Means On myTV SUPER
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High Completion Rate Beats International Standard
Video Benchmark
*Video Benchmarks Report for Q1 2019
Source : DoubleClick
CPCV = HK$0.12 vs other video platform in above HK$1.50
Q1 2019 Completion Rate : 93% vs 89% of International Video Benchmark* Q1 2019 Viewability Rate : 93% vs 70% of International Video Benchmark*
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High OTP Of myTV SUPER Data
Demographic Segment
Testing period: April to June OTP Benchmark as of 2018 Q3
Target et Group On On-Targe get-Per Percen entag tage OTP Benchma mark rk Female le 95.02% 65% Male 94.30% 74% A25 A25-44 44 83.61% 67% A35 A35-44 44 69.00% 67% Female le 18-44 44 74.04% 68% Female le 25-39 39 75.39% 37% Female le 25-44 44 75.00% 51%
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1st Programmatic TV – Premium Inventory
- Programmatic Guaranteed – committed delivery for on and off deal
- Preferred Deals – always-on deal for year round optimization
- Private Auction is for better cost savings, some popular target is
available :
- Small portion of inventory in Open Auction at a minimum CPM price
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Tips On DSPs Setting For myTV SUPER Inventory
3rd party data
- n STB
DV360 targeting is not applicable Can apply 1st
party data or The Trade Desk
DAR measurement
- n STB
Low OTP score
Do not apply
for STB creative
3rd party verification
No IAS & MOAT measurement
- n STB
inventory
Brand safe and fraud-free environment
DSPs
Works for : Google DV360, Verizon, App Nexus, The Trade Desk, Mediamath, Dataxu, Adobe Set up and
test may
needed for
new one
STB inventory
- n DV360
Cannot target in OA on DV360 Available via
Private Auction
Currency discrepancy issue
Due to different currency rate between SSPs and DSPs Follow myTV SUPER exchange rate
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Enhancement Of Our Self-Serve Solutions
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- Multiple payment gateway
- Advance & dynamic ad insertions
- Diversify of targeting selections
- User friendly & easy entry
AD Booking MANAGER
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myTV SUPER 2020 ADVANCE COMMITMENT TREMENDOUS BENEFITS FOR COMMITMENT CLIENT
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No Rate Increase On Rate Card 2019 vs 2020
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4 Things You Need To Know
- Only HK$110 for ≤30-sec instream mid-roll
- Low entry level in HK$100,000
- Free 2x targeting filter
- Free Online Survey
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All Things Considered
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Lead Generation Lead Nurturing Sales INTRODUCE ENGAGE CONVERT
From Top To Down Along Your Marketing Funnel
And More …..
Optimal ad environment Cost Effective CPM Awareness Consideration Convincing
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Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days) Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview Base & Definition : Video viewer in the past 7 days; the intensity and average timespent over a video player *Miscellaneous include YahooTV, Youku, Iqiyi, Tencent, Now App, Anbo, HBO Go, Xiaomi, NowE App, ATV
Does Your Budget Plan Follow The Eyeballs
Any 2nd thought about your video budget in 2020?
myTV SUPER 13% FTV 33% PTV 4% YouTube 17% Facebook 10% Other (17 players) 23%
Share of Attention IG 5.2% Apple Daily 3.7% Netflix 2.6% ViuTV App 1.6% Viu App 1.6%
- ncc
1.6% Qianxun 1.3% Miscellaneous* 4.9%
Share of Attention
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